Navigating the Social Media Jungle for College Professionals

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Navigating the Social Media Jungle Minda Powers-Douglas Palmer College of Chiropractic Marketing & Communication October 2013 Best Practices Series

description

Learn about the usefulness of social media to college professionals--specifically those professionals at Palmer College of Chiropractic. This presentation is part of the Palmer Marketing & Communication Department's Best Practices Series

Transcript of Navigating the Social Media Jungle for College Professionals

Page 1: Navigating the Social Media Jungle for College Professionals

Navigating the Social Media Jungle

Minda Powers-DouglasPalmer College of ChiropracticMarketing & Communication

October 2013

Best Practices Series

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The question used to be:

Should I use social media?

Kevin.Lexblog.com

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Now the question is:

How do I do it better?

- Jay Baer

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- Erik Qualman, Socialnomics

Social media is the #1 activity on the web

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- Erik Qualman, Socialnomics

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1.1 billion Facebook users

(as of July 14, 2013)

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Social and Digital Media Revolution Statistics 2013 (video)

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Social networking has changed how we …

workcommunicatedo businessfind informationentertain ourselves

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Social networking has changed how we …

live

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5 reasons people use social media

Edudemic.comAs of Jan. 2013

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Social media is changing the world

• The world is smaller – connecting globally is easy

• Traditional communication is “old school”

• We are no longer dependent on the news; we

report it on our own

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Review sites like Amazon, TripAdvisor and CollegeProwler empower us to give honest opinions

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Now our voices can be heard

• Comments

• Videos

• Likes

• Sharing

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We are empowered

• Activism made easy

• It’s no longer politics as usual

Kony 2012 video

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Social networking meets two primary human needs:

1. The need to belong

2. The need for self-presentation

ReadWrite.com – Boston University Study

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Social media has revolutionized customer service

• Using social media to handle the bulk of

customer inquiries is becoming standard

practice

• People want to see brands respond to them in

a Facebook post or a tweet

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Can you see the forest for

the trees?

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Conversations about you and your brand are going on all the time.

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There’s no longer a division between the “real world”

and the online world.

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But why would I need it for my job?

• No matter what your role is for the College, you

are a representative of Palmer

• Social media can help you improve student and

alumni relations as well as relationships with

prospective students

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But Why Would I Need It for My Job?

• It’s where your audience lives

• If you don’t embrace it, you risk becoming obsolete

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Social networks give us the opportunity to offer excellent, personalized customer

service at little to no cost and in a time-efficient manner.

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How social media affects college recruitment and communications

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“1 in 3 colleges say social media is more efficient than traditional media in

reaching their target audience.”

- OnlineColleges.net, 8/9/12

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“92% of undergraduate admissions officers agree that SM is worth the investment …

86% plan to increase their investment in SM in the next year.”

- U of Mass. Dartmouth Center for Marketing Research, 2012

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“78% of schools surveyed report that social media tools have changed the

way they recruit.”

- U of Mass. Dartmouth Center for Marketing Research, 2012

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“Reduced costs for traditional media are attributed to use of

social media.”

- U of Mass. Dartmouth Center for Marketing Research, 2012

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Schools report less spending on traditional media

• Printing – 33% less

• Newspaper ads – 24% less

• Radio/TV ads – 17% less

- U of Mass. Dartmouth Center for Marketing Research, 2012

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A stealth student “is doing his or her own research into colleges or universities and

doesn’t want to be contacted directly.”

- OptimizeMyBrand.com

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“He or she is likely starting online and searching multiple sources of information

(websites, reviews, magazine articles, social media, blogs …) to choose which schools

meet specific criteria or expectations.”

- OptimizeMyBrand.com

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Where you can find Palmer

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Navigating Palmer’s social media

• Est. 2007• Currently on:

Facebook, YouTube, Twitter, Instagram, Pinterest, Flickr and Phanfare

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Facebook 101• Users create profiles

• Connect with friends and

acquaintances

• Post and share links,

thoughts, opinions,

photos, video, events

• Like things and comment

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• To understand the expectations of our audiences

• To monitor what people are saying about Palmer

• People are going to social media to share their experiences and seek new ones

• To take part in the conversation

How could I use Facebook for my job?

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FacebookPage

(managed by Marketing)

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West CampusFacebook

Page

(managed by Marketing)

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Florida CampusFacebook

Page

(managed by Marketing)

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PalmerFacebook

Group

2,634 members(managed by Marketing)

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PalmerFuture

ChiropractorsFacebook

Group

469 members

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Connect on Facebook to …

• Ask questions (and potentially get answers in real time via messaging or chat)

• Get to know Palmer representatives• Interact with fellow future students• Interact with current students and alumni

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Twitter 101

• Allows you to tweet (up to 140 characters)

• “A real-time information network that connects you to the latest stories, ideas, opinions and news about what you find interesting. (Twitter)

• It’s about sharing

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• To understand the expectations of our audiences

• To monitor what people are saying about Palmer

• People are going to social media to share their experiences and seek new ones

• To take part in the conversation

How could I use Twitter for my job?

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Twitter

@palmercollege

(managed by Marketing)

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Use Twitter for research and ideas

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Use Twitter for research and ideas

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YouTube 101

• Created in 2007

• Reaches more U.S. adults ages 18-34 than any cable network (Nielsen study)

• 1,000s of channels are making 6 figures per year

- YouTube.com

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Just how big is YouTube?

• More than 1 billion unique users visit each month

• 6 billion+ hours of video are watch each month

• 100 hours of video uploaded to YouTube per minute

- YouTube.com

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- YouTube.com

YouTube is the second most popular search engine.

- LinkedIn, PCG Digital Marketing and TechCrunch

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Types of Videos People Like

• Tutorials/How-to

• Vlogs

• Interviews

• Top 5, 10 …

• Reviews

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The Power of YouTube

• 75 videos

• 86,346 views

• 156 subscribers

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Palmer’sblogs

http://blogs.palmer.edu

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Palmer blogs

• Palmer Student Blogs• Alumni Blog• My Chiropractic Journey • David D. Palmer Health Sciences Library• On the Leading Edge of Chiropractic Science• Palmer Rugby Club

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So I need social media, but …

• How will I make time for it?

• How do I manage it?

• Where do I begin?

• What will I say?

SocialMediaTrainingSchool.com

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15 minutes on social media

• Check e-mail for new Twitter or Facebook

posts/ messages• Skim your news feed for posts of interest• Share or like posts by Palmer College• Post a photo to Instagram, Twitter or Facebook

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Extra time?• Scan the Palmer main group and campus fan

pages for questions to answer and conversations to join

• Search for “chiropractic” or other key words to find potential students

• Post a question of the day/week (ex. How has chiropractic changed your life?)

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How do I manage it?• Settings and notifications (so that you are

notified via email when someone posts or comments)

• Social media management system (i.e. Hootsuite or Tweetdeck, which are free)

• Mobile apps (for iPhone, iPad, Android and others)

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Where do I begin?

• If you’re already on social media, start listening—watch what people are posting and how they respond

• If you’re not, sign up• Contact Palmer’s Marketing & Communication

Department for assistance or to create a plan

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What should I say?

• Offer useful information for your audience• Retweet relevant tweets• Share posts on Facebook• Make positive comments on posts and tweets• The more you listen, the more you’ll know what

people are interested in

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Can typed words on a screen

make a difference?

Definitely.

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Social media helps people navigate their way to Palmer

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Lucie was going to be a PT until

she learned about chiropractic

on Facebook.

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Razi first contacted Palmer via Facebook while in high school. She plans to enroll

next year.

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Alumni across the globe are mentoring current and future students through

Palmer’s Facebook groups.

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New students are planning meet-ups with future fellow Palmer students to

get to know each other before classes begin.

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What it’s really all about:

Relationships.

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Social Media = Opportunities

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Opportunities

• Become part of a community of people passionate about Palmer and chiropractic

• Find prospects you might never have met in person or through other means

• Connect with people who can lead you to prospects

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Our involvement tells our audiences that Palmer is not only the leader, but that the

people at Palmer care about them and what they have to say.

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Thank you!

Navigating the Social Media Jungle

Minda Powers-Douglas

[email protected]

Palmer College of ChiropracticMarketing & Communication

Best Practices Series